Supercharge Your Marketing using Storytelling
February 15, 2021
There's a reason why gossip sites are so popular, "water cooler" talk still exists in the office and behind the scenes content is the most popular on social media. We are hard wired to love stories. Using storytelling in your marketing can be a powerful selling tool, can help you to better resonate with your audience and make your brand more memorable.
Here's why storytelling might just be the missing ingredient your marketing campaigns need, and some extra tips for success.
The Power of Storytelling
Do you remember the 2006 movie 'The Secret'? It repackaged the concept of the 'Law of Attraction' and garnered interest from media figures such as Oprah Winfrey, Ellen DeGeneres and Larry King.
It was such a phenomenal success because of the storytelling that happened before and during its launch, and throughout the movie.
The film did not just teach the law of attraction.
It told the story of why knowing about it was so important and powerful.
Why should I be using storytelling in my marketing?
Incorporating storytelling into your marketing is both a great way to build your brand and sell more. Your goal is to evoke emotion and make people feel something. It’s about humanising your brand and giving authenticity to your product or service.
Brand storytelling research from Headstream suggests that if people love a brand story, they are 55% more likely to buy a product in the future, while 44% will share the story and 15% will immediately buy a product. (Source: MarketSmiths)
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Where do I begin with storytelling marketing?
Every business has a story to tell. Think back to your origins and share your progress.
- Why did you start?
- Where, when and how did you start?
- What inspires you every day?
Take people on a journey, and people will buy into your values and your vision.
If you can, share stories from your customers too. Case studies, interviews and first hand examples are not only a great way to communicate business success, but also showcase the trust and authentic relationships you build.
How can I sell my products or services through story?
Are you selling information, like an e-course or membership? Or are you selling services?
Share how you learned what you are selling and why you chose to package it the way you did. Answer these questions:
- What did you struggle with along the way?
- How much did you spend learning those lessons?
- Why did you choose to package the item in that specific way?
Or if you are selling products answer questions like:
- What did you struggle with along the way?
- Why did you choose to sell that product?
- What about how it was built is so special?
What's next?
Include these stories everywhere – in your website copy, your emails, your brochures, your phone conversations, your blog posts, your webinars, your social media posts, your advertising…
You get the idea, right? Everywhere.
Don’t forget to use visuals too – while video is a very engaging medium, as they say, “a picture is worth a thousand words”. And most importantly, be sure to include a call to action (CTA). What do you want people to do once they’ve read or heard your story?
Remember, people buy things they desire (not necessarily need). So by telling the story behind what you are selling, you will help build that desire.
For more tips on communicating effectively with your ideal audience to get them interested in your product or service, read our blog post on how to sell more on social media.
